Credits & Description:
Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: BOSCH INTERNATIONAL
Agency: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Amir Kassaei (DDB Germany, Berlin)
Executive Creative Director: Stefan Schulte (DDB Germany, Berlin)
Creative Direction: Birgit van den Valentyn (DDB Germany, Berlin)
Creative Direction: Tim Stuebane (DDB Germany, Berlin)
Art Direction: René Gebhardt (DDB Germany, Berlin)
Art Direction: Björn Kernspeckt (DDB Germany, Berlin)
Art Direction: Gen Sadakane (DDB Germany, Berlin)
Art Direction: Wulf Rechtacek (DDB Germany, Berlin)
Art Buying: Kerstin Kraus (DDB Germany, Berlin)
Account Director: Gesa Birkmann (DDB Germany, Berlin)
Graphics: Anke Vera Zink (DDB Germany, Berlin)
Graphics: Sebastian Kamp (DDB Germany, Berlin)
Model Making: Angelika Mende ()
Results and Effectiveness:
In 6 days we reached approx. 75,000 people in 24 supermarkets. Thanks to the connection via QR-Code the web special attracted 236% more visitors with a 530% increase in length of stay.
We decided to advertise, where people are looking for fresh food anyway and freshness matters to them the most. For one week we placed in the freezer sections of supermarkets attention-getting food-dummies: fresh meat from an age of a time long, long ago. Fresh mammoth steaks, juicy dinosaur legs and tender sabre tooth tiger fillets. Marked with our label the fresh Stone Age Meat hit our target group directly with its message. Curious people were directed to a web special for more information about the new cooling technology VitaFresh. The beefy objects were supported by leaflets and announcements in the supermarket.
Insights, Strategy and the Idea:
VitaFresh is a revolutionary cooling technology from Bosch. It keeps vegetables, fish and meat fresh extremely long. So our task was to increase the awareness level of VitaFresh to our target group - everyone who likes fresh food – and direct 100% more visitors to a web special than before the campaign.
The Ambient Advert titled (movie) FRESH STONE-AGE MEAT was done by DDB Germany advertising agency for product: Bosch Refrigerator (brand: Bosch) in Germany. It was released in the Jun 2010.